Overview
The Forbes X Audi Incubator Challenge is a hackathon style event that challenges multidisciplinary teams to tackle major issues in the automotive industry.
The Challenge
Women remain underrepresented among electric vehicle (EV) buyers. Design and pitch a solution that will empower women to feel informed and confident about EVs
The Problem
Electric vehicles are a viable alternative to gas-powered vehicles as the climate change crisis worsens
Only about 30% of all electric vehicle purchases are made by women in the US
There’s a need to better educate women and girls about the benefits and ease-of-use of going electric
The Key Issues
EV Education Is Often Technical, Not Practical
Most EV information focuses on battery specs, horsepower, and charging speeds. Information exists, but it's not presented in a way that helps many women evaluate how an EV fits into their daily lives.
Lack of Representation and Relatable Experiences
Historically, car marketing has been geared toward men and automotive enthusiasts. As a result women may have fewer trusted, relatable sources helping them understand EV ownership.
Perceived Risk and Uncertainty
Buying a car is a major financial decision. EVs can feel unfamiliar compared to gas-powered vehicles. Many women don't feel confident enough to determine whether an EV is right for them.
Market Research
90% of children's brains are developed by the age of 5
Primary Audience: Girls Ages 6–10
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Formative learning stage: Children ages 6–8 are actively developing interests, beliefs, and perceptions that can influence future behaviors and career aspirations
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Highly receptive to hands-on learning: Interactive activities and play-based experiences are proven to increase engagement, retention, and curiosity at this age
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Natural curiosity about how things work: Girls in this age range are eager to explore technology, transportation, and problem-solving through creative expression
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Opportunity to challenge gender stereotypes early: Introducing EVs before societal norms become more deeply ingrained can help broaden perceptions of who belongs in automotive and STEM-related spaces
User Persona
Our Mission Statement
“Provide an interactive connection through gamified learning for the minds of tomorrow”
Solution Overview
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Designed for both children and parents
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Combines hands-on creativity with educational value, making it engaging for children while providing a meaningful learning experience parents can support
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DIY Electric Car Kit
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Build, customize, and personalize a miniature electric vehicle through a hands-on learning experience
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Encourages creativity, problem-solving, and self-expression while introducing core EV concepts in an accessible way
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Interactive iPad App
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Extends learning beyond the physical kit through a kid-friendly digital experience
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Features interactive games, EV fun facts, challenges, and rewards that teach sustainability and electric vehicle fundamentals in an engaging format
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Reinforces key concepts through play-based learning and exploration
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DIY EV Explorer Kit
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Material & Production: Made with PLA for easy, scalable 3D printing. Low-complexity DIY parts allow for simple assembly
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Price Point: Market comparison for remote-control cars is ~$40; proposed retail price is $60–$80 due to added educational and interactive value
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Value Add: Combines play with early EV education, encouraging creativity, engagement, and familiarity with electric vehicle concepts through a hands-on experience
Interactive Learning App
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Purpose: Reinforces EV concepts introduced in the physical kit through interactive play and storytelling
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Features: Kid-friendly EV facts, mini games, and simple challenges that teach sustainability and how electric vehicles work
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Experience: Designed to keep learning fun and visual while encouraging curiosity and repeat engagement beyond the physical product
Conclusions
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1st Place Recognition: Our concept placed first, with judges highlighting the strong integration of a physical DIY product and a complementary digital experience
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Impact & Reflection: It was meaningful to design a solution that blends education, creativity, and sustainability while directly addressing the gender gap in EV awareness
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Looking Ahead: We hope initiatives like this contribute to increasing the number of informed, confident female EV drivers in the future, showing how small, early interventions can create long-term change
“Electric Has Gone Audi”
